Summary
The oil and gas industry is a very competitive market. Although these are commodities that everyone needs and uses, there are a lot of companies out there trying to make the most of their product, so it’s becoming increasingly important to market and sell using various types of communication methods to create brand awareness in a crowded marketplace.
Digital marketing has now become the fastest and most effective way to reach out to a target audience and sell a product. It allows any gas and oil company to reach out to current and potential customers and develop a rapport based on their USP.
Marketing online means that you can create a brand voice and speak to the people who are more interested in what you have to offer based on effective targeting tools. It also allows you to extend your reach globally, as people around the world share marketing platforms, meaning that localised marketing to a single group of people is now a thing of the past.
To market successfully online, it’s important to understand the variety of systems and platforms that work for tailor-made petroleum sales and create interesting and viable advertisements on a budget within this highly saturated market.
- To develop a tailor-made and unique marketing strategy.
- To review competitor offerings and make a USP to stand out from the crowd.
- To review different systems and media to select a platform that will work for you.
- To create an effective brand voice that will appeal to your audience.
- To become familiar with the changes in media and how to react to them.
- To create an effective digital marketing plan.
- To understand your budget and make the most of it.
- To create a portfolio for marketing your products.
- To understand how crude oil and petroleum is sold.
- To review long-term and short-term action plans.
- To develop a competitive edge to sell your products in a saturated market.
This course is designed for anyone responsible for the marketing and trade of oil and gas products. it would be most beneficial for:
- Business Owners
- Marketing Managers
- Social Media Managers
- Policy Advisors
- Government Ministers
- Oil Regulators
- Account Managers
- Sales Teams
- Operations Managers
- Chief Marketing Officers
This course uses a variety of adult learning techniques to aid full understanding and comprehension. Participants will view videos regarding the sale of oil and gas products and learn the functions and benefits that need to be highlighted during sales pitches. They will review current, real-world marketing strategies and learn how they are constructed.
In groups, the participants will work on their own marketing strategy and develop a USP based on their own organisation which will be appealing to their target audience. They will be presented with various digital marketing tools and select tools which they feel will work best for their organisation based on their marketing techniques, products and budgets. Participants will end the course with the framework for a marketing strategy which can be put into practice in their organisation.
Course Content & Outline
- Past marketing trends for gas and oil.
- Distribution channels and their benefits.
- The infrastructure and key players in petroleum marketing.
- Products and USPs.
- Finding your audience.
- Customer segmentation.
- Understanding your message.
- Effective branding.
- Customer stakes and products.
- Understanding product reserves and consumption rates.
- Shale industry impact.
- Carbon emissions trending and carbon trading routes.
- Refining your product and complex refining methodology.
- Understanding the economic impact.
- Developing your marketing strategy.
- What are your consumers looking for?
- The AIDA model in the petroleum sector.
- Your key brand differentiators.
- Creating your position.
- Wholesale marketing and resale.
- B2B and B2C models.
- Multinational segments in commercial and industrial environments.
- Competition in the marketplace.
- Traditional vs. digital marketing platforms and methods.
- Integration of social media and maximising your reach.
- Dealing with public complaints online.
- Increasing your interactions, views, likes and clicks.
- Advertising on social media.
- E-mail digital marketing.
- Monitoring your digital footprint.
- Improving your digital strategy.
- Utilising the best platform for your industry.
- When and where to advertise to reach your audience.
- Programmatic advertising methods.
- Digital impact and variance.
- Measuring your success and making changes.
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